State of the Co-ops ’07

“It’s around that break-even line,” he adds. “All mailers, right around that break-even line, have clusters of names. This gives them the ability to say, ‘If you don’t contact some of those names right below the line as frequently, they’d actually perform better and come above the line.’”

Carolyn Heinze is a freelance writer/editor based in Vancouver, British Columbia, Canada. You can reach her at carolynheinze@free.fr.